The Study On The Amalgamation Of Over All Cost Leadership And Differentiation Strategy In Indigenous Toy Enterprises In Guangdong Province

Through the research on the current situation of the indigenous toy enterprises in Guangdong Province, the paper found that single over all cost leadership and differentiation strategy cause venture to the indigenous enterprises in Guangdong Province along with changes in the competitive environment and the rapid development of technology. At the same time, the amalgamation of over all cost leadership and differentiation strategy brings advantages to the indigenous toy enterprises in Guangdong province.This paper find that the flexible process system (CAD / CAM / CAPP / FMS / AM / CIMS) and mass customization supply technical support on the amalgamation of over all cost leadership and differentiation strategy. The research on the costs curve and differentiation by economists, especially the theory on blue ocean strategy, supply theory support to the amalgamation of two strategies. Customers' choose with the change of costs also support realistic support. Through the analysis to the environment, corporate strategic, economic and theory based on the price of reference and to avoid loss of pricing model, the amalgamation of over all cost leadership and differentiation strategy in indigenous toy enterprises in Guangdong province is feasible.The paper summed up the trait of the over all cost leadership and differentiation strategy in indigenous toy enterprises in Guangdong province, and post the combined model. This paper point that the implementation of the indigenous of the two strategies needs three factors: first is the conformity of resources among the industry, the second is the conformity of resources in enterprise and last factor is the customer experience. The conformity of resources in enterprise is the key point in the implementation of the indigenous of the two strategies. In order to implement the indigenous of the two strategies successfully, toy enterprises in Guangdong province should depend the development of industry cluster, adjustment ERP in enterprise and strengthen customer's intramural marketing and change the of the products.